"CHOPPED & SCREWED"
To put together an integrated creative idea that showed how Crown Royal 18 honors the time it takes to reveal the extra rare expression that comes from within urban communities – just like that of a unique blend of whiskies; proving Chopped & Screwed and Crown 18 are a masterclass in blending.
This campaign celebrated the extra rare gems within the Houston community –breaking the rules of traditional luxury and leaning into the vibrant, neo-luxe world of Crown Royal 18 Year Old. Held on DJ Screw Day (June 27th), the Chopstars founder, OG Ron C joined forces with Dr. Anne Lundy & the Scott Joplin Orchestra for a Chopped & Screwed opera and tasting event. The music was then shared on Spotify with each listen and download spurring donations to the Community Music Center of Houston.
A once in a lifetime event that truly captured the extra rare essence of Chopped & Screwed and the craftsmanship of Crown Royal 18. Organic Social Results: All pre-event Instagram Reels averaged 21k views (higher than estimated 12k views based on CR Reels 6 month rolling benchmark) PR Results: 15 EARNED PLACEMENTS (KPI Hit), 229M+ IMPRESSIONS EARNED (+358% KPIs), 376 PRESS RELEASE PLACEMENTS (+84% KPIs) Funds raised: $25,000
Taylor Strategy, VaynerMedia, BrandNew, PHD
Felton Brown, Juan Pablo Dominuez
Creative, Production, Post